Restaurant Brands declared that if it stayed at home and competed only in NZ, its billion dollar turnover ambition would be unachievable. It had to travel to look for opportunities offshore.
The strategy for the report this year was therefore about the company’s new international perspective. Not only new territories, but also a new management group structure and a new brand in Taco Bell.
The challenge was to take a complex set of messages and convey them in a simple, clean and confident manner. We chose a vibrant and contemporary illustration style – which we crafted in-house – to bring a fresh and single-minded approach to the strategy’s key messages.
The result was a concept that appeared fun and care free but was in fact highly considered. For example, we debated with the client what planes we should illustrate for the various levels of management, and who had the biggest – no lie!